Real-Time Out of Home Campaign Reacts to Environment

Editor's Pick

The many faces of the upcoming "The Emoji Movie" are now passing judgment on gridlock and crappy weather in major cities across the U.S. in a digital outdoor campaign from Lamar Advertising.

If traffic sucks, billboards will display a meh-faced Gene (TJ Miller) or Poop (Patrick Stewart), while better roadflow will summon the happy Smiler (Maya Rudolph). If it's 72 and sunny, passers by will see a smiling, shades-wearing Gene, but if it's not pleasant, the Devil (Sean Hayes) will appear. And, if it's raining cats and dogs, those will tumble down as well.

The ads will be running on billboards in Chicago, Boston, Dallas, Phoenix, Seattle, Atlanta and Orlando through July 30. "The Emoji Movie," produced by Sony Pictures Animation and distributed by Columbia Pictures hits theaters on July 28.